Abstract
IN THE GLOBAL marketplace, a carefully crafted private label may be the most effective brand strategy. Citing numerous examples, Ira Teich highlights the advantages of this approach—the generation of a distinctive retail personality, the ability to create tiered offerings as a response to varying consumer needs, and higher margins. It's a designintensive commitment, involving products, packaging, architecture, interior design, communications, and promotions, but it can profitably liberate a merchant from the tyranny of global brands.
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